I’m not sure if you realise just how dangerous the shoe above is. Nike knows it. Adidas does too.
The fact that Li Ning is starting to understand trends, and pushing out product that is crossing genre’s is a huge red flag to any of the american behemoth brands that have pretty much dominated the worlds footwear markets for the past few decades. This shoe, and a few other ones that have begun to seep through in recent months, mark a distinct possibilty that there may be a changing of the guard – in Asia.
The amount that the US currently spends on sportswear product dwarfs pretty much every other country, atleast for now. The interesting part here, pointed out by Highsnobiety writer, Ross Adrian – is that although the US consumes a fk load more then anyone else currently, that amount is decreasing at a decent rate, whereas in China (coming in second to the US in), who currently has the worlds largest middle class population, these numbers are actually increasing in dramatic fashion.
You might not be super familiar with Anta, Li-Ning, 361 & Peak…and if you’re a US/Euroupean consumer you don’t neccesarily need to be (yet), but theres about to be a tremendous battle for brand supremcy in China and the US brands aren’t a lock to win.
As mentioned previously, Highsnobiety recently published a super informative article about this exact situation, which I would highly recommend you checking out, you can see a small excerpt from it below –
“As China gained economic importance globally, countless sportswear companies flocked to the world’s second-biggest economy in hope of following Nike’s success, with China proving itself a realistic contender in surpassing the United States in terms of sportswear market size. Currently, the difference in market size between the two countries is astounding — and largely disproportionate. As of 2016, the US market was sized at $103 billion dollars, while China was a far second at $28 billion dollars. Considering that China’s population (at 1.4 billion) is approximately four times that of the US, it’s easy to identify a gap that many would expect to close as GDP in China rises. The country already has the world’s biggest middle class population, and it’s still growing, all of which translates to more Chinese spending power.” – Ross Adrian of Highsnobiety
Check out the full article, here.
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